Authority is a private label brand of advanced nutrition, high quality cat and dog food sold exclusively at PetSmart. To optimize its appeal, stand out on shelf, and win over national brand shoppers, Authority was in need of a packaging refresh. We updated the current packaging by leveraging Authority brand equity, and building on consumer insights and feedback learned during exploration focus groups. The new packaging concepts needed to improve communication hierarchy and add a level of vibrancy to stand out on shelf. Our initial front panel concepts brought together a range of designs, from close in to the current packaging, to much farther out. We tested our concepts first with visual heat maps to show which elements attracted the most attention, and then through quantitative concept testing. Research confirmed our new designs clearly communicated Authority’s benefits and attributes, and also improved the brand’s positioning as a leader in the advanced nutrition category. After producing 70 product packages in the portfolio, our results live on shelf today, helping continue the momentum and growth of the brand.